Marketing Messages for Health Insurance Agents

Deploy effective messaging tactics for brokers and agents with these direct mail concepts.


We've Got Some Good Ideas

In an age where digital ads are as common as coffee shops, direct mail marketing still packs a punch. According to the latest insights from the LOB 2023 State of Direct Mail report, a solid 64% of people don't just glance at their mail – they take action, from website visits to actual purchases. Who knew your mailbox could be more than a collector of pizza coupons and bills? Amidst the digital chaos, direct mail emerges as a breath of fresh air, offering you a personalized touch that can be hard to find online.

Over the years, you've picked up some valuable nuggets of wisdom while running successful direct mail campaigns for health insurance agencies. Through our journey, we've identified several marketing message types to inspire your next direct mail campaign. Let's dive into these message types, offering examples and strategies you can use in your marketing pieces.

1. A Statistical Message


Example of a statistical message in direct mail marketing.

Statistical messages carry weight because they present quantifiable facts that are hard to ignore. In a world saturated with subjective claims, a clear statistic cuts through the noise and lends credibility to your message. It’s a powerful way to highlight the need for a service or product, and in this case, it underlines the urgency for obtaining health insurance. By presenting a problem as widespread and quantifiable, the broker in the above example positions itself as a proactive solution provider working "EVERY DAY TO CHANGE THAT."

People trust statistics, and they're usually far easier to understand than lengthy text passages that state the same thing, which is why it is so strong and convincing. When utilizing statistics in your messaging, it's crucial to ask certain questions to ensure the data underpins your service or offer effectively:

Is the statistic relevant?

Ensure the statistic is relevant and directly relates to your target audience's needs or pain points. In the ad, the number of uninsured Americans directly relates to the services offered by the broker in the example.

Is the statistic recent and accurate?

Verify that the statistic is recent and accurate, and sourced from a reliable authority to maintain credibility.

Does the statistic resonate emotionally?

Check if the statistic resonates emotionally, evoking an emotional response or a sense of urgency that prompts the audience to take action.

Is the statistic actionable?

Ensure the statistic leads to a clear call to action, as seen in the example ad with "Reach out to us today and take a step towards securing your future."

The artwork is a textbook example of how statistics can be at the heart of a persuasive message, emphasizing the broker's role as not just a service provider but as a change agent in the healthcare insurance landscape.

2. An Analogy Message


Example of an analogy message for a DM campaign.

This message type works because it uses analogy – a powerful tool in advertising. What's compelling about its usage in this artwork is its immediate connection between an ordinary, understood practice – car maintenance – and the less commonly addressed concept of insurance benefits review. The visual of the well-lit, clean car service environment conveys a sense of regular upkeep and responsibility, subconsciously encouraging the viewer to think of their insurance in the same way they consider their vehicle: as something that needs regular check-ups to function optimally. It simplifies the idea of insurance reviews by comparing it to car maintenance, which is already part of many people’s routines. It makes insurance tangible and relays the importance of regular financial health checks.

Analogies are impactful in that they not only help the learner understand the structure of new material in terms of what he or she already knows, but they can also help draw attention to key features and conceptual boundaries of the new material being learned (Orgill and Bodner, 2003). When you build this type of message in a direct mail piece, ask yourself:

Is the analogy relatable and understandable, resonating with the audience’s everyday life?

It's also important to evaluate if the analogy maintains the integrity of the service's complexity, providing a balanced understanding.

Is the visual imagery aligned with the analogy, reinforcing the message?

Furthermore, assess whether the imagery complements and enhances the analogy, making the message more memorable.

Does the analogy prompt action, moving the customer to engage with your service?

Determine if the analogy includes a clear call-to-action, subtly guiding the customer towards the next step in their engagement with the service.

This artwork effectively uses an analogy to equate insurance benefits review with car maintenance, encouraging health insurance agents or brokers to adopt and convey the practice of regular financial check-ups as part of a client’s routine for well-being.

3. A Comparison Message


Leveraging a comparison of service benefits in a mail piece.

The effectiveness of the comparison message lies in clearly delineating the benefits of one service over another. It taps into the consumer's desire for personalized attention and frames the local agent as superior by capitalizing on the common frustration with call centers. There is a stark contrast between the vibrant, personable local agent presenting a location on a mobile device versus the monochrome, impersonal row of call center agents. The design attribute of color usage effectively differentiates the two services, with the warm, inviting tones on the left suggesting a personalized experience. At the same time, the grayscale on the right implies a lack of personal connection.

By using a comparative message type, it can help you increase your market share by 5%. This figure demonstrates how comparing goods and services in an efficient manner may be a powerful factor in a company's success in the marketplace. When you're differentiating your service from the competition, consider:

What are the clear differentiators between your service and the competition?

Detail what sets your service apart, such as local expertise, personalized policies, or faster response times, and communicate these points clearly to showcase your unique value proposition.

Are you addressing common pain points that resonate with your audience?

Speak directly to your potential clients' frustrations or challenges with competitors, such as the lack of personal attention or automated responses, to position your service as the solution they've been looking for.

Is the comparison fair and accurate to avoid potential backlash?

The comparison should not overpromise or misrepresent what you can offer. Being truthful builds trust and maintains your credibility.

A comparison message effectively capitalizes on the merits of personalized service, distinguishing local agents as not just a choice but the preferred choice for customers who value individual attention. It underscores the effectiveness of this message type in drawing clear lines between services, making the decision-making process simpler and more intuitive for the client.

4. A Testimonial Message


Example of an testimonial message for an agent.

The power of the testimonial message is in its ability to humanize a brand and build trust through real-life endorsements. It works because it leverages social proof, where potential customers are positively influenced by the experiences of others, bringing the customer voice to the forefront and often addressing concerns and highlighting benefits that resonate with a broader audience. It is so powerful that customer testimonials can generate 62% more revenue.

In this direct mail piece, the compelling element is the genuine depiction of a client interaction. The image portrays a couple engaged in what appears to be a thoughtful conversation with their broker, reinforcing the authenticity of the testimonial. The broker's attentive posture and the couple's contemplative expressions convey trust and satisfaction, key emotions that prospective clients relate to. When you're building a Testimonial Message in a direct mail piece, consider:

Does the testimonial address common customer concerns, ideally speaking to the specifics that potential clients may wonder about?

Ensure that the testimonial addresses general concerns and delves into specific queries or doubts that potential clients might have, providing them with a sense of reassurance and clarity about the service.

Is the testimonial relatable to the target audience, coming from clients who reflect the demographics and concerns of the prospective customer base?

The effectiveness of a testimonial also hinges on its ability to resonate with the target audience. This means selecting testimonials from clients who mirror the intended audience's demographic profile and life experiences, fostering a deeper connection and relatability.

Does the testimonial highlight unique selling points, bringing attention to the aspects of service that set your agency apart?

In addition to addressing customer satisfaction, the testimonial should underscore the unique aspects of your service. This involves highlighting what makes your agency different and better, such as exceptional customer service, innovative solutions, or specialized expertise, differentiating your brand in a competitive market.

A comparison message effectively capitalizes on the merits of personalized service, distinguishing local agents as not just a choice but the preferred choice for customers who value individual attention. It underscores the effectiveness of this message type in drawing clear lines between services, making the decision-making process simpler and more intuitive for the client.

5. A Life Event Message


Example of a move-in life event message on a direct mail piece.

A life event-based message should be considered as it capitalizes on specific moments in people's lives that naturally bring about reassessment and decision-making. This is especially useful for agents focusing on the Medicare space, as these events are directly aligned with enrollment opportunities.

In this example, the seamless inclusion of an insurance review in a to-do list featuring common tasks associated with moving to a new home. The checkmarks next to the completed tasks create a sense of progress. At the same time, the unchecked item implies an important, pending action, subtly nudging the viewer to complete their list by contacting Acme Insurance Brokers. When integrating a life event message into an ad, ask yourself:

Does the life event align with the need for your service, prompting thoughts about your service?

The life event featured is directly relevant to the services you provide. This relevance creates a natural connection in the customer's mind, making them more likely to consider your service as a necessary part of their life transition.

Is the call to action clear and urgent, encouraging immediate action due to the life event's time-sensitive nature?

The call to action should be prominent and convey a sense of urgency. This urgency is crucial in life event messaging, as it taps into the time-sensitive decisions accompanying such events, prompting quicker engagement with your service.

Does your message offer a simple solution during a potentially stressful time, positioning your service as a stress-reducer, not an add-on task?

In crafting your message, it's vital to position your service as a solution that eases the stress associated with the life event. This approach makes your service appear as a helpful and necessary step in managing the life event rather than an additional burden.

The above example uses a life event message to insert the insurance review into the audience's mental to-do list during a common life transition, suggesting that while not all Medicare plans move with you, the broker is ready to assist with that step.

Closing It Out

Crafting a compelling marketing message involves making genuine connections in a sea of cold calls and generic digital ads. By tailoring your message to each client's individual pains and needs, you're not just boosting sales—you're building relationships. And in a world where everyone is a number, you give them a name, a conversation, and a solution that fits just right. So, cut through the noise with the personal touch that turns prospects into loyal fans. We hope this primes the creativity pumps to create an impactful marketing message on your next agency direct mail campaign.

If you have any additional questions about how to create an effective marketing message, or how can help, please schedule a free consultation or send us a message here.